![Page 1: Segmentation, Targeting, and Positioning - York …etc.yorktech.com/MKT101/Chapter 9 -STP R3.pdfTitle Segmentation Targeting Positioning Author Mike McCardle Created Date 5/19/2010](https://reader030.vdocuments.net/reader030/viewer/2022021421/5acf976c7f8b9a1d328d361f/html5/thumbnails/1.jpg)
Ch
apte
r 9
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 9- 1
Segmentation, Targeting, and Positioning
![Page 2: Segmentation, Targeting, and Positioning - York …etc.yorktech.com/MKT101/Chapter 9 -STP R3.pdfTitle Segmentation Targeting Positioning Author Mike McCardle Created Date 5/19/2010](https://reader030.vdocuments.net/reader030/viewer/2022021421/5acf976c7f8b9a1d328d361f/html5/thumbnails/2.jpg)
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 2Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 9-
Chapter Objectives
1. What are the best ways to divide a consumer market into meaningful and distinct groups?
2. How do marketers evaluate market segments and choose the best ones to serve?
3. How do marketers create value propositions to meet the requirements of target customers?
![Page 3: Segmentation, Targeting, and Positioning - York …etc.yorktech.com/MKT101/Chapter 9 -STP R3.pdfTitle Segmentation Targeting Positioning Author Mike McCardle Created Date 5/19/2010](https://reader030.vdocuments.net/reader030/viewer/2022021421/5acf976c7f8b9a1d328d361f/html5/thumbnails/3.jpg)
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 3Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 9-
Objective 1
What are the best ways to divide a consumer
market into meaningful and distinct groups?
![Page 4: Segmentation, Targeting, and Positioning - York …etc.yorktech.com/MKT101/Chapter 9 -STP R3.pdfTitle Segmentation Targeting Positioning Author Mike McCardle Created Date 5/19/2010](https://reader030.vdocuments.net/reader030/viewer/2022021421/5acf976c7f8b9a1d328d361f/html5/thumbnails/4.jpg)
D
E
F
I
N
E
D
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 9- 4
Market Segmentation is the
division of consumer markets into
meaningful and distinct groups.
![Page 5: Segmentation, Targeting, and Positioning - York …etc.yorktech.com/MKT101/Chapter 9 -STP R3.pdfTitle Segmentation Targeting Positioning Author Mike McCardle Created Date 5/19/2010](https://reader030.vdocuments.net/reader030/viewer/2022021421/5acf976c7f8b9a1d328d361f/html5/thumbnails/5.jpg)
E
X
P
L
A
I
N
E
D
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 9- 5
Market Segmentation
![Page 6: Segmentation, Targeting, and Positioning - York …etc.yorktech.com/MKT101/Chapter 9 -STP R3.pdfTitle Segmentation Targeting Positioning Author Mike McCardle Created Date 5/19/2010](https://reader030.vdocuments.net/reader030/viewer/2022021421/5acf976c7f8b9a1d328d361f/html5/thumbnails/6.jpg)
A
P
P
L
I
E
D
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 9- 6
Segmentation Criteria
Homogeneous
Heterogeneous
Substantial
Identifiable
Responsive
![Page 7: Segmentation, Targeting, and Positioning - York …etc.yorktech.com/MKT101/Chapter 9 -STP R3.pdfTitle Segmentation Targeting Positioning Author Mike McCardle Created Date 5/19/2010](https://reader030.vdocuments.net/reader030/viewer/2022021421/5acf976c7f8b9a1d328d361f/html5/thumbnails/7.jpg)
A
P
P
L
I
E
D
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 9- 7
Market Segmentation
P&G
![Page 8: Segmentation, Targeting, and Positioning - York …etc.yorktech.com/MKT101/Chapter 9 -STP R3.pdfTitle Segmentation Targeting Positioning Author Mike McCardle Created Date 5/19/2010](https://reader030.vdocuments.net/reader030/viewer/2022021421/5acf976c7f8b9a1d328d361f/html5/thumbnails/8.jpg)
A
P
P
L
I
E
D
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 9- 8
Market Segmentation
![Page 9: Segmentation, Targeting, and Positioning - York …etc.yorktech.com/MKT101/Chapter 9 -STP R3.pdfTitle Segmentation Targeting Positioning Author Mike McCardle Created Date 5/19/2010](https://reader030.vdocuments.net/reader030/viewer/2022021421/5acf976c7f8b9a1d328d361f/html5/thumbnails/9.jpg)
D
E
F
I
N
E
D
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 9- 9
The Segmentation Base is a group
of characteristics that is used to assign
segment members.
![Page 10: Segmentation, Targeting, and Positioning - York …etc.yorktech.com/MKT101/Chapter 9 -STP R3.pdfTitle Segmentation Targeting Positioning Author Mike McCardle Created Date 5/19/2010](https://reader030.vdocuments.net/reader030/viewer/2022021421/5acf976c7f8b9a1d328d361f/html5/thumbnails/10.jpg)
E
X
P
L
A
I
N
E
D
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 9- 10
Demographic Segmentation
Gender
Income
![Page 11: Segmentation, Targeting, and Positioning - York …etc.yorktech.com/MKT101/Chapter 9 -STP R3.pdfTitle Segmentation Targeting Positioning Author Mike McCardle Created Date 5/19/2010](https://reader030.vdocuments.net/reader030/viewer/2022021421/5acf976c7f8b9a1d328d361f/html5/thumbnails/11.jpg)
E
X
P
L
A
I
N
E
D
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 9- 11
Family Life Cycle Segmentation
![Page 12: Segmentation, Targeting, and Positioning - York …etc.yorktech.com/MKT101/Chapter 9 -STP R3.pdfTitle Segmentation Targeting Positioning Author Mike McCardle Created Date 5/19/2010](https://reader030.vdocuments.net/reader030/viewer/2022021421/5acf976c7f8b9a1d328d361f/html5/thumbnails/12.jpg)
E
X
P
L
A
I
N
E
D
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 9- 12
Psychographic Segmentation
Personality
Lifestyle
Social Class
![Page 13: Segmentation, Targeting, and Positioning - York …etc.yorktech.com/MKT101/Chapter 9 -STP R3.pdfTitle Segmentation Targeting Positioning Author Mike McCardle Created Date 5/19/2010](https://reader030.vdocuments.net/reader030/viewer/2022021421/5acf976c7f8b9a1d328d361f/html5/thumbnails/13.jpg)
E
X
P
L
A
I
N
E
D
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 9- 13
Behavioral Segmentation
Usage-rate
Life Events
Loyalty
Knowledge
Product Use
![Page 14: Segmentation, Targeting, and Positioning - York …etc.yorktech.com/MKT101/Chapter 9 -STP R3.pdfTitle Segmentation Targeting Positioning Author Mike McCardle Created Date 5/19/2010](https://reader030.vdocuments.net/reader030/viewer/2022021421/5acf976c7f8b9a1d328d361f/html5/thumbnails/14.jpg)
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 14Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 9-
Objective 2
How do marketers evaluate market segments
and choose the best ones to serve?
![Page 15: Segmentation, Targeting, and Positioning - York …etc.yorktech.com/MKT101/Chapter 9 -STP R3.pdfTitle Segmentation Targeting Positioning Author Mike McCardle Created Date 5/19/2010](https://reader030.vdocuments.net/reader030/viewer/2022021421/5acf976c7f8b9a1d328d361f/html5/thumbnails/15.jpg)
D
E
F
I
N
E
D
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 9- 15
Targeting is the process of evaluating
and selecting the most viable market
segment to enter.
![Page 16: Segmentation, Targeting, and Positioning - York …etc.yorktech.com/MKT101/Chapter 9 -STP R3.pdfTitle Segmentation Targeting Positioning Author Mike McCardle Created Date 5/19/2010](https://reader030.vdocuments.net/reader030/viewer/2022021421/5acf976c7f8b9a1d328d361f/html5/thumbnails/16.jpg)
E
X
P
L
A
I
N
E
D
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 9- 16
Targeting
Evaluate Select
AttractivenessSize and Growth PotentialBrand ObjectivesOrganizational Resources
![Page 17: Segmentation, Targeting, and Positioning - York …etc.yorktech.com/MKT101/Chapter 9 -STP R3.pdfTitle Segmentation Targeting Positioning Author Mike McCardle Created Date 5/19/2010](https://reader030.vdocuments.net/reader030/viewer/2022021421/5acf976c7f8b9a1d328d361f/html5/thumbnails/17.jpg)
A
P
P
L
I
E
D
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 9- 17
Targeting
Undifferentiated Differentiated Niche Micro
![Page 18: Segmentation, Targeting, and Positioning - York …etc.yorktech.com/MKT101/Chapter 9 -STP R3.pdfTitle Segmentation Targeting Positioning Author Mike McCardle Created Date 5/19/2010](https://reader030.vdocuments.net/reader030/viewer/2022021421/5acf976c7f8b9a1d328d361f/html5/thumbnails/18.jpg)
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 18Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 9-
Objective 3
How do marketers create value propositions
to meet the requirements of target
customers?
![Page 19: Segmentation, Targeting, and Positioning - York …etc.yorktech.com/MKT101/Chapter 9 -STP R3.pdfTitle Segmentation Targeting Positioning Author Mike McCardle Created Date 5/19/2010](https://reader030.vdocuments.net/reader030/viewer/2022021421/5acf976c7f8b9a1d328d361f/html5/thumbnails/19.jpg)
D
E
F
I
N
E
D
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 9- 19
Positioning is the placement of a
product or service offering in the minds
of a selected target market.
![Page 20: Segmentation, Targeting, and Positioning - York …etc.yorktech.com/MKT101/Chapter 9 -STP R3.pdfTitle Segmentation Targeting Positioning Author Mike McCardle Created Date 5/19/2010](https://reader030.vdocuments.net/reader030/viewer/2022021421/5acf976c7f8b9a1d328d361f/html5/thumbnails/20.jpg)
E
X
P
L
A
I
N
E
D
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 9- 20
Positioning
Why should they buy from me?
What does the brand stand for?
For whom am I trying to serve?
Unique Selling Proposition
![Page 21: Segmentation, Targeting, and Positioning - York …etc.yorktech.com/MKT101/Chapter 9 -STP R3.pdfTitle Segmentation Targeting Positioning Author Mike McCardle Created Date 5/19/2010](https://reader030.vdocuments.net/reader030/viewer/2022021421/5acf976c7f8b9a1d328d361f/html5/thumbnails/21.jpg)
E
X
P
L
A
I
N
E
D
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 9- 21
Positioning
Symbolic
Experiential
Functional
![Page 22: Segmentation, Targeting, and Positioning - York …etc.yorktech.com/MKT101/Chapter 9 -STP R3.pdfTitle Segmentation Targeting Positioning Author Mike McCardle Created Date 5/19/2010](https://reader030.vdocuments.net/reader030/viewer/2022021421/5acf976c7f8b9a1d328d361f/html5/thumbnails/22.jpg)
A
P
P
L
I
E
D
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 9- 22
Perceptual Map
![Page 23: Segmentation, Targeting, and Positioning - York …etc.yorktech.com/MKT101/Chapter 9 -STP R3.pdfTitle Segmentation Targeting Positioning Author Mike McCardle Created Date 5/19/2010](https://reader030.vdocuments.net/reader030/viewer/2022021421/5acf976c7f8b9a1d328d361f/html5/thumbnails/23.jpg)
A
P
P
L
I
E
D
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 9- 23
Selecting a Position
Be Affordable to Target
Valued Benefit for Target
Difficult to Copy
Be Distinct from Competitors
ProfitableEasily
Communicated
![Page 24: Segmentation, Targeting, and Positioning - York …etc.yorktech.com/MKT101/Chapter 9 -STP R3.pdfTitle Segmentation Targeting Positioning Author Mike McCardle Created Date 5/19/2010](https://reader030.vdocuments.net/reader030/viewer/2022021421/5acf976c7f8b9a1d328d361f/html5/thumbnails/24.jpg)
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 9- 24
Visual Summary